Hitwise, Michael Wamsley on Keyword Research, SMX Sydney

Michael is the MD for Hitwise, one of the pre-eminent competitive intelligence providers in Australia. Michael will be elaborating on one of the most vital topics in SEM; Keyword research.

Search engines account for 10% of all website traffic in Australia. Google has a market share of around 83% in Australia. Facebook is the top brand searched for, while ‘games’ is the most searched generic term. Best case scenario for keyword research is when there is a high correlation between website terms and customer terms.

Elements to consider when trying to find the right keywords:

Consider multiple angles

Build the most comprehensive list from internal and external sources

Conduct a GAP analysis

Evaluate how effective terms are in driving traffic to your site

Consider the Luntz factor (what you think people are searching for as opposed to what people are actually searching for)

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